Old Pasadena’s most charming little retail stretch is getting ready to sparkle. On Thursday, Nov. 20, the independent merchants along East Holly Street will once again roll out their welcome mats for the annual Holidays on Holly Open House—a neighborhood tradition that signals the unofficial start of the local holiday shopping season.
Shoppers can wander between participating boutiques from 11 a.m. to 8 p.m. (with individual store hours varying), collecting discounts, treats, and limited-time perks along the way. This year’s lineup features eight small businesses, each putting its own festive spin on the day.
AMT Vintage — 16 E. Holly St. (Open Until 8 p.m.)
Fashion lovers may want to make this their first stop. AMT Vintage is hosting a Bésame Cosmetics pop-up, and founder Gabriela Hernandez will personally present a new María Félix–inspired edition. Shoppers will find 10% off clothing, newly curated vintage designer and estate jewelry, plus drinks and nibbles while browsing.
Commune Records — 12 E. Holly St. (11 a.m.–8 p.m.)
Vinyl devotees can fill their bags guilt-free: the shop is offering a 20% storewide discount for the full event window.
Gold Bug — 38 E. Holly St. (5–8 p.m.)
The beloved curiosity shop will uncork champagne at 5 p.m., offer 10% off ornaments, and sweeten purchases made through Nov. 29 with a complimentary discovery-size parfum from Coreterno—including the Italian brand’s newest scent, ULTRALOVE.
Homage — 100 N. Fair Oaks Ave. (4–8 p.m.)
Homage leans into the festivities with refreshments, 20% off jewelry, and the kickoff of its Holiday Bingo promotion.
Jenette Bras — 18 E. Holly St. (Open Until 7 p.m.)
Guests will find free gift wrapping and 15% off all purchases, making this a good stop for practical gifts that feel personal.
Maude Woods — 55 E. Holly St. (2–8 p.m.)
Expect a warm, welcoming atmosphere with food and drinks, plus a 20% storewide discount throughout the day.
Mignon Chocolate — 6 E. Holly St. (Open Until 8 p.m.)
The chocolatier will offer samples and 15% off—a reliable crowd-pleaser for anyone scouting stocking stuffers or host gifts.
Retreat — 10 E. Holly St. (11 a.m.–8 p.m.)
Shoppers spending $50 or more will receive a free greeting card, ideal for rounding out holiday gifting.
For longtime Pasadena shoppers, Holidays on Holly is the kind of event that reminds people why Old Pasadena’s smaller retail corridors matter. The participating shops are independently owned; several are run by local artisans or longtime curators who’ve shaped the character of East Holly Street over the years. The Open House is a chance to meet them, enjoy a slower stroll, and pick up something special before the season hits full speed.
And because each business offers its own hours, perks, and personality, the experience is more of a progressive mini-festival than a rigid schedule. Some visitors come early for chocolate samples and vintage browsing, while others time their evening stop for champagne at Gold Bug or the late-day discounts at boutiques that stay open until 8 p.m.
Whether you’re holiday shopping, treating yourself, or simply soaking up the neighborhood atmosphere, the event offers a single, easy route through some of Old Pasadena’s most distinctive small shops.
